Developing and remodeling company messaging is a big endeavor. Regardless of the company size, age or team experience, creating authentic mission statements and value propositions requires a heavy time investment and can present tough questions around purpose and vision for the company’s executive team to address.
For established companies, it may be challenging to step back and see the value in revisiting messaging for several reasons: one, because of the investment of resources required, and two, the fear that the company’s current focus or new vision has shifted from what was originally intended and stated in past messaging frameworks. These, however, are great reasons to take a close look at messaging, and present the opportunity to distinguish and integrate new business objectives, products, customers, partners and competitors into company messaging to ensure that any new priorities and changes in vision map back to the company’s ultimate purpose.
Incorporating new objectives and how internal and external players understand, interact and feel toward the business are essential elements to include in messaging to ensure that it is ef
fective and authentic.
Because of the benefits a history of understanding company perception can bring to the table, it can be difficult for start-ups first planting their stake in the ground to fully articulate impact and purpose. Without an expansive account of feedback from customers, employees and even media, it can be nerve-racking to make the initial jump and develop messaging with confidence it that it will align with the company’s vision in the years to come.
Companies grappling with these challenges or on the fence about remodeling messaging, should consider completing the “5 Whys” exercise. This exercise helps uncover a company’s underlying mission and the significance of its work, which ultimately helps frame the company’s initiative in a meaningful way. The exercise starts by asking and answering what the company does and then asking why it is important. After each response, ask “why?”
Once the group has answered a series of the “why” questions, they should have a good sense of the company’s fundamental purpose. Completing this exercise and incorporating the final product into messaging frameworks will help executives communicate purpose and vision in a way that is truly valuable to the internal and external parties discussed above.
Another best practice and crucial step to remember when developing messaging is industry research. Understanding what is already out there (good and bad), is important before finalizing frameworks. An old article from Harvard Business Review, “Purpose is Good. Shared Purpose is Better,” not only provides a great reminder about purpose and developing messaging with impact and value in mind, the author also shares examples of powerful mission statements from companies including Nike and Starbucks.
“Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Nike: To bring inspiration and innovation to every athlete* in the world.”
The author flagged these as “successful” mission statements because they focus on connecting the company’s purpose “with” the world vs. “for” its customers.
If you are still on the fence with how to approach remodeling you’re messaging or unsure where to start, this Forbes article provides helpful steps to consider and follow to get in the right direction: Eight Steps To Powerful Startup Messaging.